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Emerging Technologies

Appropriate ad targeting and public interest issues.

By Brij ⋅ May 13, 2008 ⋅ Email This Post Email This Post ⋅ Print This Post Print This Post ⋅ Post a comment

Last couple of days we have seen flurry of bad news. Earthquake, cyclone, tornado and now this morning bomb blast in tourist city of Jaipur, India. Bomb blast has all the signs of by-the-book implementation - multiple simultaneous attacks, targeting city based on high global awareness, timing which involves surprise. To me this evokes bizarre sense of resignation. This happened in the past and will happen again. It's terrorism.

Relating this event with the online world, I found this strange mix of news, video clip and targeted ad. This got me thinking on the impact of putting automated rules out there. 

How many more black humor situations there will be in the future. Should Google (or other ad serving technology providers) implement a constant check on the appropriateness of an ad. Time dimension is the one which these technology providers have to carefully manage.

When online media becomes primary channel for getting news, reaction one gets after reading the news will be shaped by the context in which news was delivered. I think Google and other ad serving vendors should implement algorithm check for ad appropriateness as a function of overall news climate.

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